What Podiatrists Can Learn from Corona and Victoria Bitter about Branding

Have you considered the marketing differences between Corona's casual vibe and Victorian Bitter's rugged essence? These two vivid examples illustrate the profound impact of branding.

One of the smartest things you can do is learn from how other companies position themselves in the marketplace and do this yourself. Car companies like Mercedes-Benz, BMW, and Lexus do this all the time, which means you can, too.

So...Are you a premium brand or a budget brand? In the end, YOU DECICE? 

26th - 27th of July, 2024 - CAIRNS

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Full Transcript (unedited)

Branding - Corona Versus Victoria Bitter

[00:00:00] Hi, how you doing? I'm Tyson Franklin and welcome to this week's video. Today, I want to talk about one of my favorite subjects, BRANDING.

[00:00:08] And the reason why this is top of mind with me at the moment. I've had a number of coaching clients over the past week, and we've been talking about this particular topic. Which is why I'm wearing this t-shirt today for this video.

[00:00:20] So here, look, this is my Corona t-shirt. The reason I've got it on was to remind me, to shoot a video on this particular topic. When you're looking at your Podiatry business, you will position your Podiatry business in a certain way to in the community. And you have to define what the brand is of your Podiatry clinic.

[00:00:40] Are you a premium Podiatry business? Or are you a discount Podiatry business? Are you a budget Podiatry business? One's not better than the other. One's not right. And one's not wrong. It's just depending on what it is that you're chasing . If you are being looked at that your budget Podiatry business but you want to be a premium one, then there's things you're going to need to [00:01:00] change.

[00:01:00] And that is all part of your branding. , I don't know. Anyone's a premium Podiatry business that wants to be a budget Podiatry business. So what have you doing up here? Basically keep it that way. But I'm going to use Corona as my example, comparing Corona to VB Victoria Bitter .

[00:01:16] And just to point out something to anyone overseas, Australians do not drink Fosters. The only time I've actually been given a fosters was when I was in America. So we blamed Paul Hogan for that.

[00:01:27] Anyway, if you think of Corona, And when you, whenever you see any sort of advertising or marketing for Corona, what is it that you see? Beach, young people having a good time, they're in the water, the water's beautiful, Palm trees, sun is shining, the sun's glistening off the water. Everyone is having a fantastic time. And whenever I am actually handed a Corona, normally that is related to me having a good time somewhere.

[00:01:54] And even though those commercials. Have a lot of younger people in it, I still see [00:02:00] myself when I was younger in that particular commercial. And even though I'm not young anymore. Inside I still feel that way. And whenever I'm handed a Corona I just see that commercial and it makes me feel good, it puts a small my face.

[00:02:16] That's what I think about whenever I see Corona, it's one of my favorite beers. It's not everyone's favorite. Now, whenever you see any marketing with Victoria Bitter, you will see a tradesman, hardworking man, sweat, dirt, some of them have a bit of a beer gut flannelette shirt, dirty singlet, plumbers crack, work shorts, big boots, and it'll normally show them at the end of the day totally frigging buggered.

[00:02:44] Wiping their brow and skolling back this cold VB. That's not me as you could probably figure out. I don't mind sweating any bit of dirt on me, but that's not what I do as a living, but they are marketing that beer to a [00:03:00] particular group of people. That is the brand.

[00:03:02] That is what they're actually pushing out there. So, if you think of your business, thinking of what Corona do and how they push that message out there and think about what VB do and how they push that message out there. And you can, it's really clear that they are targeting two completely different groups of people.

[00:03:20] That's the point of this video. That's what you need to understand.

[00:03:24] If Corona are targeting someone and VB is targeting someone, they're both beers. The probably got the both same amount of alcohol. They'll both get you really drunk if you drink too many of them. So they're having the same effect, but they're targeting different people.

[00:03:38] Look at your Podiatry business. I look at other Podiatry businesses around you.

[00:03:41] Who are you trying to market towards? What's the brand. What's the message that you're putting out there. How are you being defined by the community when they look at all your marketing? Are you premium? Are you budget?

[00:03:53] You'll find. It's no different to car companies. Have a look at Mercedes-Benz, BMW, [00:04:00] Lexus. Whenever they show a commercial, you'll see the same thing. There'll be a certain type of person driving it.

[00:04:05] They're dressed a certain way. They'll have a certain watch on. They'll be going through a certain countryside, the pull up at the front of a, a house, or it might be a holiday place or something they're going to do. All that imagery is part of their brand.

[00:04:19] They're trying to market to a particular person. You think of some other car companies, some of the lower end car companies. And I'll be doing a bit of weekend camping. Some will have the dog in the back, the dogs flicking, mud and dirt around, and they're having they're laughing and have a good old time and they'll pull up the front of a normal house. Usually people in those cars are gonna be slightly younger because I think that that's who they might be targeting.

[00:04:42] And they're also, they're dressed a certain way. And then when you're looking at those two different car companies, it's not saying that one is the right one and one is the wrong one. It's just, you will see yourself in either one of those cars based on where you are in your life right now and what suits your lifestyle.

[00:04:58] This relates back to your [00:05:00] podiatry clinic. And when it comes to your brand, once you figure out where you are, you are you premium brand, or are you a budget brand? Is then just remember everything that you do.

[00:05:09] Any sort of marketing, you're putting out there brochures at your creating. If you're doing a video, it doesn't matter what you do. Try and maintain that same brand. And try to make sure that it's consistent across everything that you're doing. You don't want to say you're a premium brand and then you hand out a black and white brochure that just doesn't look right.

[00:05:29] Or a photocopy of a photocopy. That's something that a budget podiatry clinic you'll do. It's not something that you'll do if you're a premium podiatry clinic.

[00:05:37] So, keep that in mind, it's think about your brand, think about where you position yourself in the community and then try and maintain that at all times.

[00:05:45] And if you get in any doubts, please reach out to me. You can send me an email email/tf)(tysonfranklin.com.

[00:05:51] Feel free to go and check out my website, www.tysonfranklin.com

[00:05:54] And if you're thinking about a business coach in 2024, stop thinking about, get off the [00:06:00] fence and just do something. Whether it's with me or it's with somebody else.

[00:06:03] I tell you right now, if your business is at a certain point and you want to take it further. You're going to need a little bit of guidance to do it. On my website. There's a section there that you can organise a 30 minute free call with me, we'll discuss a few things.

[00:06:17] And I've had a lot of people that just do the free call and that's all they needed. So if you've got a few questions going in your head, you need a little bit of guidance.

[00:06:25] Please go to my website, www.tysonfranklin.com, click on coaching. Follow all the prompts come and organise a talk with me. Okay. Have you got something from that and I'll have another video for you next week. Okay. Bye.

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